LONDON — It’s a 10, the professional haircare brand for salons and hairdressers in the US, has appointed independent communications agency Eulogy to support its UK launch  – it's first expansion out of the US market.

The agency’s brief includes implementing a communications strategy to boost the brand’s awareness among the British hair industry and consumers, as well as an influencer engagement programme and corporate profiling.

The haircare brand’s products, including its original Miracle Leave-In, are available in more than 25,000 independent salons and 15,000 chains in the US, including Regis. It’s a 10 was founded by former salon entrepreneur Carolyn Aronson in 2005, and was the first independent haircare brand to run a national Super Bowl spot in 2017.

It’s a 10 president Jeff Aronson said: “We wanted an agency that shares our ambition for growth and Eulogy fits the bill perfectly. We’re proud of our unique approach to comms and need an agency with the creative flair and energy to match ours. Everything we do sets us far above our competition and we’re confident that our partnership will deliver the same success for us on British soil.”

Eulogy chairman Adrian Brady added: “It’s a 10 is a brand known for its top-quality products. It is a household name in the US, and our team are revved up to deliver the same result in the UK.”

It’s a 10 joins other clients on Eulogy's roster including American Express, Virgin Media Business, Headspace, Halo Top, Getty Images, Jack Daniel’s, Kantar Worldpanel, Renault and Molson Coors.